West Pak Launches New Branded Bagged Avocado Program
- by Melissa De Leon Chavez
MURRIETA, CA - West Pak Avocado is adding new retail marketing solutions to its bag of tricks. As the global supplier of premium avocados gears up for the PMA Fresh Summit Convention and Expo, it’s introducing a new branded bag program designed to empower retailers while optimizing the excitement of avocados geographically, seasonally, demographically, and by use.
“We’ve got all sorts of innovation up our sleeves, which we’re excited to share,” noted Senior Vice President of Sales and Marketing Doug Meyer, in a press release. “We’d like to extend an invitation for everybody to stop by at PMA to say hello, meet our team, check out our new retail bags, have a conversation about organics, and even discover our Avo-Opportunities marketing program just for retailers.”
In that press release, West Pak Avocado noted that it will officially launch new brands “Lil' 'Cados” and “Viva Avocados” at Fresh Summit. The new brands will make their debut on October 18, 2018, at the Orange County Convention Center in Orlando, Florida.
Lil' 'Cados on-the-go, single serving, small avocado brand addresses user convenience and seeks to minimize food waste. Viva Avocados, on the other hand, are a broad-reaching, party-themed, and year-round offering that celebrates the heritage and rich culture of the avocado.
“I love our new packaging and the bagged avocado options,” said Susie Rea, Sales and Business Development. “It’s something very different on the retail shelves. Up until now, it's been a lot of loose bulk avocados that the retailer puts out or a generic green mesh bag. Having recipes and quick health tips on the back of our packaging, even the Heart-Check designation, is what people really want to see, especially when the branding appeals to them.”
The company will also debut organic versions of both Lil' 'Cados and West Pak’s flagship brand I Love Avocados. California Gold, a premium brand available in conventional and organic, will soon follow when the region’s season officially kicks off in early 2019.
“Our branded bags are also less pressure on the retailers, as they kind of sell themselves. Anytime we can provide a product that has marketing information on it, that’s just less work for them. In fact, the more that we have to bring to the table, the better. When all we do is supply raw products, then the retailers have to come up with a lot more to push the product out,” added Rea. “Avocados are such a growing category for retailers that it's no longer just their Cinco de Mayo or Super Bowl ad push. They are promoting avocados all year round now. That's something very new for them—in a good way. Our many branded bag offerings help fill their needs, and their shelves, all year long.”
Stop by booth #3653 at PMA Fresh Summit to learn more about West Pak Avocado’s latest lines and popular offerings.